The digital economy is now the traditional economy. As businesses become increasingly reliant on technology, cloud computing and data, the data center industry is growing rapidly to accommodate demand, resulting in unsustainable natural resource consumption. Featured in GreenBiz, Earl Keisling, Co-Founder and CEO of Inertech, accentuates the necessity of measuring and regulating data center efficiency. Distinguishing between the implications of different Power Usage Effectiveness (PUE) metrics, Earl highlights the impact of PUE on both capital and facility operating expenses, a company’s ability to meet sustainability initiatives and a data center’s fluctuating demand on power infrastructure. Although it is still unclear how PUE should be measured, understanding a data center’s PUE enables colocation tenants and providers the information necessary to improve operational and peak efficiency, eliminate waste and reduce the industry’s environmental degradation.